Regarding marketing campaigns, inclusion has become a buzzword of late. Businesses today are eager to build an image of a society that accepts differences and unique characteristics as valuable individuals, all members of the same community, and one of those differences that have become the focus of inclusion campaigns is Down syndrome, more with the occasion of its observance day on March 21. Brands now go beyond traditional notions of diversity to tell a story of inclusion beyond race, gender, or age.
This post explores how companies use advertising campaigns to bring people with Down syndrome to the forefront and break down the stigmas and misconceptions surrounding the condition. Get ready for some witty commentary!
Inclusion sells – how companies are changing the world one ad at a time.
Gone are the days of isolating advertising campaigns, where beauty standards and conventional ideals were the only way to sell a product. Now, companies are putting people with Down syndrome in front of the camera to create an image of a more inclusive world; brands, such as Target, Nordstrom, Tommy Hilfiger, and Gucci, are some of the companies that have incorporated models with Down syndrome into their advertising campaigns. Such campaigns are powerful in helping society realize that people with Down syndrome are part of society like everyone else.
A part of this shift in Down syndrome inclusion campaigns is the introduction of models with Down syndrome. The main point of advertising models with down syndrome is to challenge social stigmas and promote inclusion. Some models are seen on runaways, websites, and social media channels to promote diverse representation in ad campaigns. It’s a strategy that has not only benefited brands by reaching millions of hearts with various images but also proved to be an effective way of playing a significant role in smashing stereotypes.
Benefit Cosmetics launched its “Wing Women” campaign featuring model Kate Grant; it was a huge success globally, and the brand credibly challenged beauty ideals. The global campaign started in Australia, and the idea was to link the values of authenticity and inclusion.
The Hiring Chain: How Down Syndrome Advertising Campaign Changed the Game
One of the most influential campaigns, “The Hiring Chain,” came from CoorDown and launched on March 21, 2021. Creating an engaging, emotional, and fun video highlighting the skills and talents of people with Down syndrome, The Hiring Chain aimed to challenge employers to think differently about their hiring practices. His message to employers worldwide is that hiring a person with Down syndrome not only changes the life of the person in question but can unleash a cycle of new opportunities for everyone.
Inclusion is, without a doubt, the new wave of advertising. By launching campaigns for inclusion, brands are breaking down stigmas and perpetuating a culture of “be yourself,” which is refreshing for consumers. Down syndrome inclusion campaigns have been at the forefront of this movement, and it has been inspiring to watch the paradigm shift. Brands are sending the message that we’re all in this together, and their advertising strategies reflect this. As marketing and advertising professionals, we need to remember that advertising is not just about selling a product; it’s about creating a culture that reflects a brighter future. Let’s keep telling stories of inclusion, and hopefully, one-day, “inclusion” will no longer be a buzzword but a regular part of our society.
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